John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Repetitive Advertising and the Consumer

Repetitive Advertising and the Consumer

Repetitive advertising and the consumer
Andrew S. C.Ehrenberg

Advertising is in an odd position. Its extreme protagonists claim it has extraordinary powers and its severest critics believe them. But both are wrong. Advertising is often effective. But it is not as powerful as is sometimes thought, nor is there any evidence that it actually works by any strong form of persuasion or manipulation.

Instead, the sequence Awareness–Trial–Reinforcement seems to account for the known facts. Under this theory, consumers first gain awareness or interest in a product. Next, they may make a trial purchase. Finally, a repeat buying habit may be developed and reinforced if there is satisfaction after previous usage.

Advertising has a role to play in all three stages. But for frequently ...

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